foodpanda appoints Mindshare as agency of record in HK

Food and grocery delivery platforms foodpanda has appointed Mindshare as its agency of record in Hong Kong. The appointment is effective from the second quarter in 2022.

foodpanda has tasked Mindshare with managing its holistic media strategy, buying and planning duties, as well as its data analytics and audience insights.

Congratulating Mindshare on its appointment, Alex Law, marketing director at foodpanda Hong Kong, said: “foodpanda’s mission is to bring good food and groceries to your everyday, a mission we were ever-prouder to deliver on during the pandemic. To that end, foodpanda needed an agency partner who not only understood our business, but also, our community in Hong Kong; we were glad to find that partner in Mindshare.”

“With Mindshare’s rich understanding of our business model, customer insights, as well as their industry-leading data analytics and martech capabilities, we look forward to this partnership as foodpanda continues to grow from strength to strength,” Law added.

Commenting on the win, Cathy Cheng, general manager of Mindshare Hong Kong, said: “Mindshare’s win is a true testament to our team’s capabilities to create better futures for our clients and communities. As one of the fastest growing companies in the region, foodpanda required a partner to support taking their business to the next level. It is a great honour for Mindshare Hong Kong to be selected as that partner. We look forward to growing this relationship over the years ahead.”

Michael Lai, client director at Mindshare Hong Kong, added: “foodpanda is an expert in meeting customers’ differing needs. From the creation of pandamart to the birth of foodpanda Mall, foodpanda continues to lead the industry, the same challenger mindset we adopt at Mindshare. Together, we will continue to drive good growth on this innovation journey.” 

Since entering the Hong Kong market in 2014, foodpanda’s on-demand delivery service has grown to include more than 14,000 partner restaurants and 3,000 shop merchants across Hong Kong Island, Kowloon and the New Territories. Since its appointment, Mindshare has already launched two market-first pDOOH campaigns. 


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